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Masters in Digital Marketing


Digital Marketing Master's Degree (M.A.) in Germany

What is digital marketing? And why is it important?

In many sectors, digital marketing is no longer just window dressing for traditional marketing but has become part of the strategic direction – particularly for globally operating companies in almost all sectors of the economy. As the diversity of digital media increases, there is a contemporaneous need in middle and upper management for experts who master both individual disciplines while also bringing management and leadership qualities to the table.

The English-language Master’s in Digital Marketing at CBS International Business School enables you to pursue a career filled with opportunities thanks to general and profound knowledge and well-trained soft skills.

From Strategy to Storytelling - What do you learn in an online marketing course?

How do you develop an online marketing strategy that works both internationally and across multiple channels and media? The Digital Marketing Master`s courses “Content Creation & Digital Storytelling” and “Digital Marketing & Modern Growth Concepts” will provide you with the answers to these questions.

During your studies you will learn about the various techniques and tools of online marketing. These include storytelling, website optimisation, search engine marketing, conversion optimisation, and marketing analytics.

Start of Studies
Study Fee*
5.730 €
All facts in detail + -
  • Language English
  • Type of Study Full-time
  • Degree Master of Arts
  • Internship Integrated
  • Semester Abroad Optional
  • Start of Studies Winter Cologne

Study Course Plan

Please find the course overview per semester of the Master programme in Digital Marketing below:

General business teaching units

Business Economics3 ECTS ? !
  • Analysis of demand, supply, and market equilibrium

  • Theory of consumer choice

  • Theory of the firm, production and cost analysis

  • Market structures: perfect competition, monopoly, monopolistic competition, oligopoly, contestable markets

  • Game theory

  • Pricing strategies

  • Factor markets, labor economics

  • Economics of information

  • Industrial organization

  • Limitations of markets and interventions by the government

  • Econometric techniques related to these topics

Empirical Research Methods3 ECTS ? !
  • Development of a research question

  • Primary vs. secondary data

  • Steps of research process

  • Research designs

  • Quantitative and qualitative data

  • Structured methods of data collection: questionnaire and structured interview

  • Un- and semi-structured methods: qualitative interview and focus group

  • Quantitative and qualitative content analysis

  • Ethical considerations of data collection

  • Sampling

  • Data analysis using statistical software programs (SPSS)

  • Univariate analysis, bivariate analysis (crosstab and correlation), multiple linear regression

  • Writing a research report – structural and other formal requirements

Strategic Analysis & Management3 ECTS ? !
  •  Strategy making process and strategic reasoning: cognitive process of strategy 
    creation through the prism of logic and intuition

  • Setting strategic purpose in the context of responsible stakeholder management

  • Advanced external environment analysis: markets, industries and competitive 
    landscapes in static and dynamic perspective in the domestic and international 

  • Diagnosing and managing strategic capability through national borders over time

  • Cultural and institutional context of strategic management: concepts, frameworks 
    and analytical tools

  • Generic and interactive business strategies, inside-out and outside-in perspective on 
    achieving and sustaining competitive advantage internationally

  • Network-level strategies

  • Corporate development and configuration: strategic options and portfolio matrices

  • Strategy formation

  • Strategic change and corporate restructuring

  • Strategic renewal

  • Strategy evaluation and strategic controls: tools and methods

  • Organizing for success

Innovation Management & Digital Transformation3 ECTS ? !
  • Diagnosing the change context: diffusion and dynamics of innovation 

  • Sources & types of innovation

  • Product/service, process & business model innovation

  • Individual and corporate creativity

  • Strategic innovation management & the innovation process incl. New Product Development (NPD)

  • Introduction to digitalization, digital age & digital divide

  • Digital drivers & disruptive forces

  • Technological drivers of digital transformation

  • Socio-technological change associated with the adoption of the mentioned drivers

  • Introduction to the digital organization & digital business models

  • Impact of digitalization on the value chain (Industry 4.0)

  • Digitalization-related innovation theories & technology management

  • Digitalization leadership & organisational transformation concepts

  • Change management & transformational leadership

  • Agility and VUCA world

  • SCRUM and Design Thinking

Programme specific teaching units

Digital Marketing and Modern Growth Concepts3 ECTS ? !
  • Introduction to Digital Marketing and Modern Growth Concepts

  • Demand Generation vs. Demand Capturing

  • Digital marketing and its scope and importance

  • Key components and objectives of a digital marketing

  • Growth and its relevance for digital businesses

  • Different growth models (plg, slg, molg) and their advantages and disadvantages

  • Key factors and challenges that influence digital marketing and growth performance

  • Characteristics and functions of various digital platforms and channels

  • Importance and purpose of measuring and optimizing digital marketing

  • Tools and techniques for digital marketing objective and target markets

  • Evaluating the principles of growth hacking and experimentation

  • Potential risks and challenges of digital marketing practices

Advanced Brand Management3 ECTS ? !
  • Brand and brand management and their scope and importance

  • Key components and objectives of a brand strategy

  • Brand identity system and the elements of brand identity

  • The concept and methods of brand positioning 

  • The concept of brand equity and the factors that influence brand equity

  • Brand strategies and tactics

  • Brand extension, brand portfolio management, 

  • Brand architecture and brand hierarchy

  • Brand co-creation and brand communication

  • Importance and purpose of measuring and evaluating brand performance

  • Challenges and opportunities that brands face in the digital era

  • Potential risks and threats, such as brand dilution, brand erosion, brand imitation, brand crisis

Search Engine Marketing3 ECTS ? !
  • Search Engine Optimisation (SEO)

  • Search Engine Advertising (SEA)

  • Content Marketing

  • Content Management Systems (CMS)

  • E-Mail-Marketing

  • Web Analytics Tool: Google Analytics

Social Media Marketing and Monitoring3 ECTS ? !
  • Digital Marketing fundamentals

  • Social Media Marketing fundamentals

  • Influencer Marketing

  • Creating a digitally connected brand (brand core, brand space, brand persona)

  • Opinion formation/ expression

  • Social Media Monitoring fundamentals

  • Importance of channel choice

  • Identifying indices, metrics, and KPIs

  • Monitoring and analyzing brand reputation

  • Data privacy and ethics

  • Social Media Monitoring/ Digital Customer Intelligence tool: Brandwatch

  • Social Media Marketing and Management tool: HootSuite.

Interdisciplinary competencies

Advanced Negotiation & Influencing Skill2 ECTS ? !
  • Positional and principal negotiations – advanced strategies and tactics

  • Identifying the opponent’s negotiation profile

  • Understanding the personal negotiation profile and preferences

  • General persuasion techniques

  • Negotiation maneuvers and tactics for advanced players

  • Techniques for opponent engagment

  • Managing emotions and self- programming for defending your point of view

  • Cialdini’s 6 principles of persuasion

Language & Communication Skills2 ECTS ? !

The “Scholarly Writing and Analysis” course is offered for German native speakers. German as a foreign language is offered as an obligatory course for Non-native German speakers.

General business teaching units

Corporate Social Responsibility3 ECTS ? !
  • Cornerstones of sustainable management

  • CSR as management approach

  • Practical approaches of organizational effectiveness

  • Tools for CSR implementation

  • CSR and financial performance

  • Life cycle assessment

Corporate Governance3 ECTS ? !
  • Historical developments around the world

  • Directors and board structures in different parts of the world

  • Family business governance

  • Role of institutional investors

  • Corporate governance in mergers and acquisitions

  • Socially responsible investments

  • Corporate governance in different regions

Value Based Management3 ECTS ? !
  • Value maximization and corporate objectives, shareholder value and stakeholder value approach

  • Financial measurement of corporate strategies and competitive advantage: the principles

  • Shortcomings of traditional profitability ratios for a value-based management

  • Economic Value Added, Cash Value Added

  • Identifying the drivers of value creation and investment decision-making

  • Management compensation and incentives for value creation

Sustainable Supply Chain Management3 ECTS ? !
  • Defining the state of a sustainable supply chain based on actual trends

  • Discussion of various theoretical concepts (e.g. Stakeholder Theory, Slack Resource Theory) and their implications for sustainable supply chain management

  • Defining a “New Normal” of how to do business (e.g. circular economy, regenerative business models, carbon literacy training)

  • Sustainable Marketing (definition, Green Marketing Strategy Mix, Green Washing and Sustainable Consumer Buying Behaviour)

  • Sustainable Procurement (definition, Sustainable Procurement Process Model with a focus on sustainable supplier relationship management; new trends like circular procurement)

  • Sustainable Logistics

  • Sustainable Design

  • Carbon Emission / Human Rights in global supply chains

Programme specific teaching units

Customer Conversion and Retention3 ECTS ? !
  • Introduction to customer conversion and retention

  • Customer lifecycle management: stages, metrics, and tools

  • Customer acquisition, conversion and retention: strategies, channels, and metrics

  • Customer value and loyalty

  • Referrals and word-of-mouth

  • Segmentation and customer cohorts

  • Loyalty programs 

  • customer surveys, reviews and ratings

  • Customer conversion and retention in e-commerce and SaaS

  • Customer conversion and retention trends: current and future developments

Monetization and Pricing in Digital Marketing 3 ECTS ? !
  • Introduction to monetization and pricing: definitions, concepts, and frameworks

  • Value-based pricing vs. cost-based and competition-based approaches

  • Revenue models and price models

  • Value proposition and value drivers 

  • Foundational elements of pricing psychology

  • Deriving willingness to pay: approaches and methods

  • Pricing in different digital contexts

  • Pricing for Saas, platforms, B2C and B2B digital products

  • Implications of freemium/free offers

  • Usage-based pricing vs. subscription

  • Dynamic pricing

  • Pricing challenges and pitfalls: competition, cannibalization, price sensitivity, etc.

  • Price implementation and enforcement

  • Monetization and pricing best practices and case studies

Business Project6 ECTS ? !

The overall objective of this course is to provide students with possibility of applying their business knowledge on concrete business situation, related to the field of their specialization.

By the end of the module students should be able to:

  • Define project goals for the “client”.

  • Work under the set timeframe and agreed project scope.

  • Cooperate in the international project teams.

  • Evaluate markets/ industries/ competitive landscapes.

  • Develop possible strategic directions for the “client” business.

  • Formulate recommendations.

Elective area

Business Elective3 ECTS ? !

A business elective is a business or management-related elective course. By choosing Business Electives in the second and third semester you can personalize your degree course and extend your management knowledge.

Interdisciplinary Elective3 ECTS ? !

By choosing Interdisciplinary Electives in the second and third semester you can personalize your degree course and extend your management knowledge. An interdisciplinary elective is an elective from another discipline than your own specialization.

Interdisciplinary competencies

Emotional Intelligence 2 ECTS ? !
  • Different Inteligencies – IQ vs EQ

  • The role of emotions – daily and work life

  • The construct of Emotional intelligence

  • Emotionally intelligent competencies & skills

  • Skills acquisition – Experiential/action learning

  • Reflection & reflexion

  • Encouraging engagement

  • Developing trust

General business teaching units

Business Simulation Game3 ECTS ? !

In a business simulation game participants have to manage their own virtual company which operates in the same market as other participant-operated competitors. This involves making typical management decisions in realistic environments. Beside the deepening and active examination of subject-specific knowledge the simulation games also include the team environment, where interaction, communication and prioritization are of paramount importance. Participants learn how to manage risk and uncertainty while time is limited and information constrained. Group-reflections help to take over different perspectives and to discuss pros and cons of content- as well as behavior-related actions.

Integrative Case Studies3 ECTS ? !
  • Focused review of the curriculum content

  • Pre-assessment quiz/ content area assessment as benchmark for students’ status quo

  • Guide and Strategic Plan to Case Study Analysis

  • Writing a proper Case Study Analysis report 

  • Developing proper answers to Case questions, applying the relevant theoretical knowledge and frameworks

  • In-depth Case Study Analysis with focus all subject areas of the curriculum 

  • In-depth Case Study Analysis with special focus on Strategic Management 

Venture Lab4 ECTS ? !
  • Discovering and evaluating entrepreneurial opportunities 

  • Developing business ideas from opportunities (e.g. based on using Design Thinking, Personas and User Stories)

  • Feasibility analysis of business ideas

  • Transferring the idea into a Business Model 

  • Business Model and its building blocks (value proposition, customers segments, channels, customer relationships, revenue model, key partners, key activities, key resources, cost structure)

  • Business Plan: Introduction, Sample Case and General Outline

  • Developing the details of the business plan 

  • Finding sources of financing: Business angels; Private equity; Start up financing; Venture capital investors

  • Preparing a pitch deck for successfully presenting the new venture business plan

Programme specific teaching units

Content Creation and Storytelling 3 ECTS ? !
  • Introduction: Crossmedia versus transmedia management, journalism, media channels, business models for storytelling

  • Extended Reality/ XR: Augmented Reality/ AR, Virtual Reality/ VR, Mixed Reality/ MR

  • Ethics for publishers and sustainability of media use

  • Transmedia trends integrating Virtual Reality, Augmented Reality, Mixed Reality, games, and social media channels

  • Content creation using Adobe Creative Cloud and Canva software

  • Content creation in times of Artificial Intelligence 

  • How to build a character, conflict, and drama

  • The 3-act model

  • Writing short stories 

  • Publishing stories 

  • Story building for social media

  • Storytelling in marketing

  • Multiplicity and cultural representation in transmedia storytelling

  • Understanding and producing the orchestration of media

Omni-Channel Commerce3 ECTS ? !
  • Internet trends 

  • Semantic Web & semantic search enabling visual and voice search

  • Web 3.0 building on AI and blockchain technology

  • Big/ smart data 

  • Characteristics of electronic markets 

  • Internet start-ups

  • E-Commerce business and revenue models

  • Social commerce 

  • Mobile commerce 

  • E-commerce turnkey solutions 

  • Building an e-commerce presence

  • The AI-powered organization

  • Industry 4.0

  • Content marketing

  • Measuring content marketing performance using Web analytics tools

  • E-commerce laws

  • Potential of blockchain to reduce digital marketing challenges

  • The metaverse as environment for business

  • Outlook on advertising in the metaverse

  • Digital strategy development

  • Cross-channel, multi-channel and omni-channel management

  • Data privacy and security

Data-driven and AI-based Marketing Approaches3 ECTS ? !
  • Data-driven marketing fundamentals

  • Marketing automation (Salesforce tools)

  • Agile marketing fundamentals

  • Introduction to big data

  • Machine learning and deep learning fundamentals

  • AI in a business and marketing context

  • Data collection and management

  • Evaluating content success

  • Data storytelling

  • Future marketing measures

Marketing and Innovative Technologies3 ECTS ? !
  • Future of digitalization and digital marketing 

  • History of innovations and insights for future innovations

  • Ethical reflection on artificial intelligence, virtual reality, augmented reality

  • Sustainable innovations  

  • Silicon Valley DNA: Create innovations with Design Thinking

  • Using artificial intelligence for digital marketing

  • Writing artificial intelligence prompts 

  • Innovation podcasts with expert interviews and social media posts

  • Extended reality:  AR and VR in digital marketing

Advanced Digital Marketing Techniques and Tools 2 ECTS ? !
  • SEM approaches and tools

  • Google Analytics theory & practice

  • Google Ads theory & practice

  • Google Ads Keyword Planner

  • XOVI SEO Tool

  • Several freemium SEO tools

  • Google Search Console

Master Thesis Tutorial2 ECTS ? !

During the Master Thesis Tutorial you will learn the fundamentals for your Master thesis: Defining the topic as well as structuring the thesis and you will learn the theoretical knowledge for scientific working.

Elective area

Business Elective3 ECTS ? !

A business elective is a business or management-related elective course. By choosing Business Electives in the second and third semester you can personalize your degree course and extend your management knowledge.

Interdisciplinary Elective3 ECTS ? !

By choosing Interdisciplinary Electives in the second and third semester you can personalize your degree course and extend your management knowledge. An interdisciplinary elective is an elective from another discipline than your own specialization.

Programme specific teaching units

Master Thesis24 ECTS ? !

During your 4th semester you are working on your Master thesis. You have 19 weeks to complete your thesis and the subject is freely selectable. A supervisor from CBS will support you and you can write the thesis in collaboration with a company as well. Or you can write your thesis in connection with a stay abroad.

Internship10 ECTS ? !

After the internship you have a deep understanding for the study-related business world and knowledge in the chosen working area. The internship has to last at least 7 weeks full-time (approx. 35 - 40 hours per week). The internship must be related to the field of studies - Digital Marketing - and needs to be approved by the CBS beforehand. 

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Why study a digital marketing course in Germany?

Choosing to study digital marketing in Germany is a smart move due to the country’s exceptionally high educational standards. Studying for the Master’s in Digital Marketing at CBS International Business School means immersing yourself in a stunning, historical cities which boasts outstanding international connections. With its forward-thinking, global approach and strong corporate connections, CBS’ Master’s in Digital Marketing combines a first-class German education with practical, real-world applicability arguably making it the best digital marketing course in Germany.

Focus on Social-Media

In the Digital Marketing Master`s programme at CBS you will learn how you can use Facebook, Instagram and Co. to plan campaigns that reach exactly the right users. Successful social media strategies require not only effective messages, but also the ability to place them on the right channels and keep an eye on the results. Learning how to manage and monitor various social media outlets is just as much a part of the Digital Marketing Master’s programme as gaining in-depth knowledge of influencer marketing. Use your knowledge in these key areas to build up a decisive competitive advantage and learn how to use large advertising budgets in a targeted manner.

Achieving Key Performance Indicators with the Marketing Master`s Degree

Targeting and big data are two keywords that come to mind when it comes to placing advertising messages in a targeted manner. In order to measure success, it is important to set meaningful goals and ultimately achieve them with well thought-out campaigns. You will learn how this works in the second and third semesters, among other things, during these courses:

  •  Costumer Conversion and Retention

  • Monetization and Pricing in Digital Marketing

  • Omni-Channel Commerce

  • Date-driven and AI-based Marketing Approaches

  • Advanced Digital Marketing Techniques and Tools

Study digital marketing in Germany – in English!

CBS’ Master’s in Digital Marketing is taught in English and with business English also on the agenda, you will achieve mastery of both international business vocabulary and industry-specific nomenclature. This will prove particularly useful since almost all digital innovations and trends emerge from the USA. In addition to English, you will also learn another foreign language to further bolster your skillset.

Apply your online marketing knowledge to real-life situation

Managers in digital marketing need solid business management skills to make economically viable decisions. These are taught in the Digital Marketing Master`s programme.

With a Master’s in Digital Marketing at CBS, you can apply your freshly acquired expertise in a business project or see how you measure up with others in a business simulation game. Alternatively, you can gain insight into the real digital economy during an seven-week-minimum internship. In the fourth semester, you can also gain practical experience for your master’s thesis, optionally within the framework of a corporate project. Alternatively, it is also possible to write your master’s thesis during a semester abroad. Maybe in California?

What are the requirements for a Master’s Degree in Online Marketing at CBS?

For admission into the Master’s in Online Marketing, you need a Bachelor’s degree, including 30 credits relating to the field of business administration, and advanced English language skills.

This is what our students say

Philip Kollmann
Project Manager
Wayne´s Coffee

"Especially the soft skill courses have been of great help for my performance in job interviews. Through my work in the Finance and Business Club I have built up a broad network and acquired project management skills that have enabled me to score points with companies."

Katrin Rieger
Bereichsdirektorin Reisevertrieb Deutschland / Vice President Sales
HanseMerkur Krankenversicherung

"The practical learning in small groups prepared me optimally for today's project and team work. The CBS provided me with the decisive soft skills and current knowledge from the world of business."

Christopher Rosenbaum
Ernst & Young GmbH

"The Management Studies programme prepares you thoroughly for the tasks of a consultant. In particular, the development of presentation techniques as well as analytical thinking is of enormous importance in the everyday life of a consultant."

Oliver Kiderle
EMEA Regional Product Expert
Google Inc.

"The focus on internationality and practical skills have had a very positive influence on my development at Google. Especially the structured and very versatile project work, which is often found at a private school, was extremely helpful."

Kalle Kenkel
Commercial Excellence Manager
GE Healthcare

"My studies at CBS prepared me for a career in today's dynamic, global work environment. As one's origin and physical location become less and less decisive, it has become increasingly important to have a multinational network and adapt quickly to various cultures and environments."

Neil Jordaan
Global Digital Content Manager

"Many professors shared their professional business experience with us in class and were able to illustrate dry theory with practical examples. I also enjoyed the international atmosphere on campus."

Patrick Stein
Head of Human Resources
Boston Consulting Group

"The strongly practice-oriented studies and the international orientation of the CBS, as well as the lectures held in English, were an absolutely necessary basis for starting a career with a renowned, international company."

Learn more about us and our graduate programmes

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Mirjam Zimmermann

Mirjam Zimmermann

Study advisory: Campus Mainz
Got any questions? We are happy to help!

Phone: +49 (0) 6131 88055 31
WhatsApp: Reach us on WhatsApp
Giulia Balzan

Giulia Balzan

Study advisory 
Got any questions? We are happy to help!

Phone: +49 (0) 221 931809 31
WhatsApp: Reach us on WhatsApp
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